Canada calling: Why the moment is right for Norwegian companies

The two countries share core values such as high levels of trust, transparent processes and a collaborative way of doing business. What is new is the momentum. Canada is now opening its doors wider than it has in years, actively inviting in international partners. For Norwegian companies with global ambitions, Canada deserves close attention.

Timing is rarely accidental. Prime Minister Mark Carney has now been in office for a year, and in a short time he has repositioned Canada more clearly on the global stage. His speech in Davos signalled a shift in direction: Canada intends to be open, accessible and relevant for international cooperation. Since then, efforts have focused on removing barriers and opening doors. Prime Minister Carney has signed agreements promoting closer collaboration with the Nordic countries, spent several days in Norway and even made an appearance at the Holmenkollen ski jumping arena during a ski event. Government ministers are travelling; trade agreements are being refreshed and procurement rules simplified. The message is clear. International trade with Canada should not be slowed by unnecessary obstacles.

This political backdrop supports significant commercial potential. The establishment of the Major Projects Office brings together large-scale national projects with expected investments of CAD 116 billion. These span sectors such as liquefied natural gas (LNG), mining, infrastructure, ports, hydropower, maritime industries, forestry, agritech and space. What many of these projects have in common is a strong demand for expertise. Much of that expertise already exists in Norway.

Technology and capital matter, but culture plays a decisive role in whether partnerships succeed. Canada and Norway are closely aligned in how business is done, with trust-based societies and a shared understanding of structure and responsibility. There are nuances worth noting. Canadians are generally more polite than Norwegians. They say thank you a lot, rarely disagree directly and are often happy to guide you step by step if you are unsure. The good news is that Canadians like Norwegians, which provides a strong foundation for dialogue and cooperation.

In today’s geopolitical environment, new opportunities are emerging within defence and security. Norway has a strong position in defence technology, and Canada is preparing to renew its submarine fleet with up to 12 new vessels. Two suppliers remain in the tender process: Germany/Norway and South Korea. For Norwegian companies, this opens doors not only in various defence market segments, but also in dual‑use technology – solutions that can be applied both in civilian and military contexts. In addition, Norway and Canada have signed a Memorandum of Understanding in space cooperation, further strengthening the framework for future collaboration.

International developments are giving Canada additional momentum. Prime Minister Carney has taken a clear stance against the US trade war and responded by strengthening cooperation between Canada’s provinces. The country has an explicit goal of doubling its non-US trade volumes. As a result, many new trade agreements are under development and Canadian companies are increasingly looking beyond their southern neighbour. Consumer behaviour reflects the shift. An Americano becomes a Canadian, and US products quietly disappear from shelves. The signal to the world is unambiguous: look to Canada.

Canada is not a niche market. The breadth is wide, with active initiatives in manufacturing and design, aquaculture, maritime, energy, agritech, space, forestry, infrastructure and Arctic cooperation. With a population of 40 million and a strong political commitment to international collaboration, the opportunity is substantial for Norwegian companies ready to scale.

Physical presence remains a key success factor when entering new markets. For small and medium-sized companies, however, travel and long stays can be demanding. A group of Norwegian maritime companies were facing this challenge but wanted a stronger local presence in Canada. This is where Innovation Norway stepped in.

“Commuting to and from Canada is time-consuming and inefficient. We’ve therefore signed a long-term agreement to establish a network for these companies in Canada – on site,” says Geir Haugum. “When the companies are not able to travel to trade fairs and conferences in Canada, my colleague Hamid Shirazi and I attend in their place and network on their behalf.”

This shared model allows companies to build networks and visibility without constant travel.

Zegeba is one of the Norwegian companies working closely with Innovation Norway in Canada. The company delivers quality assurance tools for the maritime industry, offering a user-friendly, cloud-based platform that digitalises forms, checklists and workflows. The solution works reliably in the field, even with unstable connectivity – which is often the case at sea.

Success in Canada is about building momentum together. Canadian companies are invited to explore related solutions within maritime, energy, agritech and infrastructure and to connect directly with Norwegian companies ready to deliver.